Google’s Cost Per Action Model

Google finally made its CPA advertising trials public. These have been rumored for some time and known about by those involved in alpha and early beta testing.

Before you decide you no longer need to pay attention to your existing campaigns, Google is only testing CPA on the AdSense content network, not on search results. I don’t think CPA advertising will be a home run for Google, but because it’s rolling out this program with an entirely new ad format publishers can select, the downside may be minimal for some advertisers. Today, I’ll cover some issues to consider when deciding whether to opt into the CPA test.